LinkedIn Marketing for Lawyers: The Importance of Mastering the “Professional” Social Network

LinkedIn is considered the leading “professional” social network site among its social peers. As an online network, it provides users with the ability to connect with professionals far and wide. While many attorneys and law firms have secured their place on the network, only a percentage of these professionals leverage the network to benefit their lead generation and brand reputation.

Why do so many lawyers neglect LinkedIn? Many lawyers and law firms don’t understand how important Linkedin is to their overall digital marketing strategy. At MediaSmack, our team of digital marketing strategists understands the real impact of LinkedIn marketing for lawyers. LinkedIn is integral to many of the digital marketing, SEO and PPC strategies developed by our team.

Why Linkedin Marketing Is Important for Lawyers

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LinkedIn is an untapped resource for many lawyers and law firms. This is especially true today as we have witnessed the effect of the COVID-19 pandemic on our ability to connect with other professionals. Many businesses and professionals witnessed cancelled in-person professional, networking and social events. While in-person connections dwindled in 2020, LinkedIn saw consistent traffic growth, demonstrating that the social platform is a reliable networking resource. Five reasons LinkedIn marketing is important for lawyers include:

1. Client Acquisition

If you operate a B2B law firm, such as a bankruptcy or intellectual property law firm, mastering LinkedIn is a must for lead generation. According to a State of B2B Marketing Report, 89 percent of B2B marketers use the platform for lead generation, and 62 percent claim it generates more than twice the amount of leads than the next social platform.

For many law firms that work with everyday consumers, LinkedIn may not seem like the ideal place to find potential clients, however, LinkedIn offers other benefits including referral source generation.

2. Networking

LinkedIn is a networking platform. Its primary purpose is to facilitate an online environment conducive to building relationships. By participating in relevant groups, you can develop professional relationships with attorneys, law firms and other professionals with a similar background. These connections can serve as valuable referral sources.

3. Reputation Management

It is more important today than ever before that your online reputation is immaculate. Users today are empowered with the ability to thoroughly research a company before hiring them. A potential client may look at peer reviews, endorsements, accomplishments and recommendations. This type of information can be found on LinkedIn.

4. SEO

Engagement on LinkedIn and other social platforms can have an indirect effect on your organic search engine rankings. While social media is not a ranking signal, optimizing and engaging on a social site like LinkedIn can help your search engine optimization (SEO) efforts.

5. Talent Acquisition Management

Attracting top talent is vital for a growing law firm. With an active and optimized profile, hiring on LinkedIn is an effective way to find your prospective new hires. The platform allows you to make your job listings available to a large group of qualified candidates.

Interested in Going Further With Social Media Marketing? Our Digital Marketing Team Can Help.

Our Austin and Frisco social media marketing teams are happy to review your organic marketing and advertising on LinkedIn to help point you in the right direction. We offer social media marketing and other digital marketing services to clients nationwide. Please call one of our consultants at (888) 530-2935 or contact us online.

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Author Priscila Aguirre